A new 12,000-respondent study from Edelman, a marketing consultancy and public relations firm, is alerting businesses — including travel agencies — that their influence could quickly turn sour if they do not meet the higher-than-ever expectations of consumers.
Published on March 30, the Edelman Trust Barometer 2020 report says that expectations for companies during a time of crisis range from creating a sense of community to focusing all messaging on solutions. Instead of selling, brands must “show up and do [their part],” while utilizing available “resources and creativity to make a difference.”
During this unprecedented period, travel advisors should take a hard look at their own brand messaging. Here are three key takeaways from the report, as well as how advisors can apply them to their businesses.
Instill a Sense of Community
In the study, 83% of respondents indicate that they expect brands to connect people and help them stay emotionally close. Meanwhile, 84% say they want brands to utilize social media channels to facilitate a sense of community and offer social support.
With widespread self-isolation and quarantine practices in place, people are yearning for a sense of community wherever they can find it. Using social media is an easy way for advisors to foster an empathetic connection with both current and prospective clients.
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Prioritize Solutions Over Sales
Though a travel agent’s No. 1 task is to sell travel, now isn’t the time to focus on your bottom line. Seventy-seven percent of respondents say they want brands to speak about products in ways that show they are aware of the crisis and its impact on people’s lives.
Agents must pivot their messaging and showcase how, in the face of adversity, they have proven their worth — which includes supporting clients as trips, flights, tours, cruises and hotel stays have been forcibly canceled. Share these stories with clients as a reminder of the value that an advisor can bring before, during and after a trip, particularly amid a pandemic.
Share these stories with clients as a reminder of the value that an advisor can bring before, during and after a trip, particularly amid a pandemic.
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Stay Informed and Educate
According to the report, 85% of those surveyed say they want brands to use their power to educate. As such, advisors need to stay on top of changes especially within the travel industry and in relation to COVID-19.
Be ready and able to answer clients’ questions to the best of your ability, such as when travel will be safe again; if today is actually a good time to buy airline tickets for trips in the near or far future; and details surrounding cancellation, change and refund policies.
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The Details
Edelman
www.edelman.com
Read more from TravelAge West about the COVID-19 outbreak.